Avianti, Poppy (2023) Pengaruh Electronic Word of Mouth (E-Wom) dan Brand Image terhadap Purchase Intention di E-commerce Lazada. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The rapid development of the internet has the potential to become a new business tool for profit, which is then used by business people to carry out business activities using electronic trading systems or often called e-commerce in meeting the needs of society more efficiently and effectively. This study aims to determine the effect of Electronic Word Of Mouth and Brand Image on Purchase Intention in E-commerce Lazada. This research was conducted on 84 respondents who are active students of the Faculty of Economics and Business Classof 2019 UPN “Veteran” Jawa Timur who knew Lazada e-commerce. And selected using non-probability sampling and purposive sampling methods. The data analysis technique in this study is the Partial Least Square (PLS) analysis technique. Data is primary data by using the method of collection through a questionnaire. The Likert scale is used to measure variables in this study. The results of the study show that Electronic Word Of Mouth and Brand Image have a significant positive effect on Purchase Intention. Keywords : Brand Image; E-commerce; Electronic Word Of Mouth; Purchase Intentions
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Poppy Avianti Poppy | ||||||||
| Date Deposited: | 18 Aug 2023 03:44 | ||||||||
| Last Modified: | 18 Aug 2023 03:44 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/16738 |
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